My passion for ‘all things insight' started at a young age during my university business degree in choosing to specialise in marketing.  I landed my first graduate role in category marketing within the wonderful world of own label meat and poultry!  Admittedly… slightly intimidated at first; I quickly gained confidence and absolutely thrived on the challenge of building trust with retail customers and 'leading the thinking' with credible category insights and category strategies.  To this day; I love the unique blend of ‘hard-data-led-fact’ alongside the creativity of turning these facts in compelling and meaningful insights.

Over the past 22 years; I have quickly progressed through various category management, shopper and customer marketing roles across businesses of all shapes and sizes.  I have operated at both Controller and Head of Category level and have worked across all retailers, all channels and all data points.  I am 'blue-chip trained’ with Nestle, grounded with the fast paced own label environment and accomplished with the more creative needs of smaller business 'start-up' mentalities (e.g. Gu Puddings & Kettle Chips).

My passion now turns to sharing my experiences and expertise to benefit others across the FMCG marketplace. My mission is simple; to champion the shopper whilst ensuring category thought leadership is at the heart of your business to maximize its growth potential.